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论文编号：	3603
作者编号：	2220070738
上传时间：	2011/11/2 11:21:11
中文题目：	电缆企业安讯达公司差异化战略研究
英文题目：	Study of Differentiation Strategy of Ascend Company in the Cable Manufacturing Industry
指导老师：	周建
中文关键字：	关键词：电缆企业;差异化战略;价值链
英文关键字：	Key words: Cable Companies ;Differentiation strategy ;Value chain
中文摘要：	我国电缆行业目前面临着严重的发展困扰，产业集中程度低、行业产能过剩、竞争同质化和无序的恶性竞争、创新能力不足等一系列问题使得电缆行业进入了无利可言的恶劣境地。同时，外资电缆企业大量进入中国，占领了电缆行业的高附加值、高利润的高端市场。面对内忧外患，电缆企业如何成功实施战略转型，在竞争激烈的电缆“红海”市场上杀出一条新的血路，这就是本文的研究问题。本研究的主要理论依据包括波特的竞争战略理论以及价值链理论，采取的主要分析方法包括PEST分析法、波特五种竞争力模型、SWOT 分析法等。本研究在回顾相关理论的基础上，首先对电缆行业的一般环境和产业环境进行了分析，总结出电缆企业发展所面临的机遇与威胁。然后，在对案例企业内部资源与能力分析的基础上，通过与竞争对手以及行业潜在进入者对比，得出案例企业的竞争优势与劣势。结合对整个电缆行业价值创造的分析后，本研究提出案例企业实施以特种电缆以及通用电缆高端为主导产品，主抓研发和销售，将生产环节进行外包的差异化战略选择。在实施差异化战略阶段，本研究提出案例企业应从组织结构调整、人力资源建设、价值链重构、品牌建设、市场布局、融资平台建设等多个方面开展工作。本研究的创新之处在于将竞争战略理论与价值链理论应用于电缆这个特殊的行业的分析中，并结合本研究作者所在的案例企业，为目前混乱的同质化的电缆企业竞争提供新的思路，希望能够为相关方面的学术研究以及电缆企业的战略选择提供借鉴意义。
英文摘要：	China's cable industry is facing serious development difficulties, the low level of industry concentration, industry overcapacity, homogenization and disorderly vicious competition, lack of innovation makes cable industry into the non-profit situation. Meanwhile, a large number of foreign cable companies entered China, occupied the cable industry's high value-added and high-profit market. Therefore, Cable Company had to implement strategic transformation to survive in the highly competitive cable "Red Sea” and this is the research question of this study. The main theoretical basis of the study include the theory of Porter's competitive strategy and value chain theory, the main analysis methods include the PEST analysis, Porter five competitive forces model, SWOT analysis method. First of all, the study analyzed the cable industry's general environment and industry environment and summarized the opportunities and threats that these cable enterprises faced. Then, we studied the strengths and weaknesses of the case company. Combining value creation throughout the cable industry analysis, this study proposes choice of differential strategy which need to special case of enterprises with high-end cables and universal cable for key products, strength the process of R&D and sales and outsource the production links. In order to successfully implement the strategy, we proposed the cable company should adjust organizational structure, develop human resource, reconfigure value chain, build brand, change market distribution, construct platform of the financing. The innovation of the research is the theory of competitive strategy and value chain theory is applied to analyze cable industry, and we proposed the strategy choice of Cable Company should applied, hope our research outcome could be useful for relevant aspects of academic research and cable company’s strategy choice.
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